Barossa Trust Mark

Background

The Barossa is one of the most celebrated food and wine regions in Australia with a strong history of passionate and creative business people.

The Barossa Trust Mark (BTM) is awarded to Barossan products and experiences that demonstrate exemplary achievement and distinction across five values – origin, integrity, quality, environment and community.

BTM chose communikate et al as a marketing and design partner to increase awareness of the BTM amongst consumers and Barossa businesses.

Our campaign strategy re-focused BTM’s approach from one of developing a short- lived campaign to one focused on getting the fundamentals right to ensure longevity, continued growth and brand recognition.

Campaign elements

A Stakeholder workshop with Trust Mark holders and other key players

Target audience analysis

Developing overarching positioning, key messages & tone of voice

Complete branding development and creative execution translating the brand offerings into the consumer centric pillars of taste, savour, play and indulge

Website design & development – a microsite which was later merged with the new Barossa site as part of a broader marketing strategy for the region

Running a competition via the website giving people the chance to enjoy BTM products and experiences

Writing blogs for the microsite

Search engine optimisation activities – to ensure BTM was front and centre when people were searching online for the Barossa

Social media setup and management (Facebook and Instagram) – to raise awareness of BTM

Digital Advertising set up and management – to get our social content in front of the right people at the right time